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10 Key Online Marketing Trends for 2010 by Jay Henderson
More Channels, More Data, and Better Tools 3. Search Continues as an Online Marketing Online marketing is facing unprecedented change, brought MainStay, but Complexity Grows on by a volatile economy, the meteoric rise of new channels, There are no signs that consumers will stop using search and the increased demand for financial accountability. 2010 engines as their primary vehicle to find products and services. is already shaping up to be an exciting year for online However, search marketers are starting to take notice of marketers. To provide better visibility into the year's trends, search engines other than Google. Not only does Bing's Unica surveyed 155 marketers about online marketing growth look promising in the US, but global markets already technology usage and plans. The data revealed 10 key online have strongly entrenched local players like China's Baidu and marketing trends for 2010: Russia's Yandex. Mix in forthcoming innovation in usability, mobile, geo-location and collaboration, and search market-1. Marketing Budgets and Focus Continue ing's complexity is growing. to Swing Online 4. Marketers Expand Targeting and How important an issue is it for your organization to shift your marketing to be more online or web focused? Personalization on Their Websites
12%4%Is your company delivering or planning to deliver Somewhat Important targeted/personalized messages on your websites?39%Very Important 15%45%9%Somewhat Not Important Current Activity21%Not Important At All Planned Activity (Next 12 Months)55%Planned Activity (>12 Months)Base: Total Sample (155 Respondents) No Plans
Base: Total Sample (155 Respondents)Marketing dollars are going where the customers and pros-pects are - online. Online channels are lower cost and more measurable, and as a result continue to cannibalize tradi- Expect more personalization in websites in 2010. 55% of tional media. 84% of marketers said it is important for their marketers are already using targeting and personalization organization to shift their marketing focus to more online. on their site, and another 21% will roll it out this year. This personalization will grow more sophisticated as well, as 2. Marketers Work Harder to Keep marketers target "anonymous" visitors based on referring Email Relevant URL, search terms, geo-location and other insights. 92% of marketers are using or planning to use email market- Marketers will also extend email segments, offers and ing this year - making it the most widely adopted marketing messages to websites, to better match customers with tactic. With email adoption pervasive and consumers' marketing messages. Landing pages and website optimiza-inboxes increasingly crowded, marketers will move beyond tion will complement site personalization to start delivering their old "spray and pray" strategies and work hard to stay superior results.relevant. To do this, marketers must not only create compel-ling campaigns, but also have a stronger focus on analysis and management of inbox placement, content rendering, and reputation management of their digital communications.5. Proliferation and Adoption of Today, roughly half of marketers (47%) are Other Online Channels Persist already using social media for marketing. Marketers are faced with a dizzying array of Almost another quarter (23%) plan to use it this new channels - mobile (messaging, websites, year, with high expected usage across most apps), rich media (video, podcasting, gaming), social marketing tactics that extend the reach social media (microblogging, social networks, of brands and reinforce company messages user generated content), and more. Tactics (e.g. viral content/word of mouth, user generated are nascent, success is hit-or-miss, and content and voting features/product reviews). campaigns are not well integrated with other Third party social network sites like Facebook, Jay Henderson is a director marketing efforts. Despite these challenges, myspace and blogs are already mainstays in marketing mix. While marketers rely heavily on on the Product Management the opportunity to efficiently and effectively and Product Marketing team at reach and engage customers is undeniable, these proven channels, they are also nurturing and marketers continue to experiment, test, microblogging sites like Twitter. Unica. He is responsible for Unica's market analysis, ... [download for more]
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